Welcome back to our series on what makes a great exhibitor booth for a trade show, convention, or exhibition. Join Christina for this final instalment as she discusses our top tips to building your next exhibitor booth and attracting the customers you want. This week, we’ll be pulling all of our tips together in a case study of the Royal Canadian Mint’s exhibitor booth.
Unlocking the Vault: a Case Study
Over the last few weeks, we’ve been talking about our top three tips for exhibiting at a convention, and some things to think about the next time you are getting ready to be an exhibitor. We’ve talked about the importance of planning, the need to consider lighting, and the curating of your content to give your booth a focus. This week, we’ll be putting it all together in a case study of the Royal Canadian Mint, who have been attending comic expos across the country for the last year.
The interesting thing about the Royal Canadian Mint is that it is the producer of Canada’s coins, both for circulation and for collectors. They have two retail locations outside of Hull, and their sales mostly occur online, or through distributors like Canada Post Offices or certain chartered banks. It’s not the first thing you would think about when you think about comic exhibitions, but their booth fit in perfectly with the theme of the event, and they did an excellent job of representing themselves as a brand and their product, and here is why.
A Well Planned Display: A couple of weeks ago, we had talked about the importance of planning out your booth before your show to ensure that you’re sending the right message. Part of that message should also be to ensure that whatever presence you have outside of the show is properly reflected at the show, and the Royal Canadian Mint does an excellent job of showcasing that. If you have ever walked into a Royal Canadian Mint retail location, or even a fine jewelry store, you’ll notice that all of them have the same look and feel: a series of glass cases with raised displays showcasing their product. On the walls will be more cases filled with other products for sale, or some decorative art tying the theme of all of the products together. That same experience was recreated through careful planning for their Expo Booth: a series of glass cases with a large art piece as a background with their corporate logo clearly displayed for all to see. There was no doubt that what you were looking at was a Royal Canadian Mint installation, or at least a booth selling luxury wares, helping to reduce any confusion that anyone might have about what they were about to see and experience upon closer inspection.
A Self-Lit Display: Though there were hundreds of exhibitors at the comic expo over the weekend, by far the Royal Canadian Mint’s booth was one of the best lit, and also one of the most attractive. There were lights for the backdrop and separate lights for the display cases, and while neither of their neighbours caused a serious obstruction, what would have been difficult would have been to rely on the series of industrial lights, which were lighting up spaces around the booth but not the product itself. Though one could argue that there was enough ambient light that the booth might have worked without the addition of case lighting, you’d also be forgetting that people looking down through the tops of the display cases would be the biggest obstruction, casting large shadows over the product. These spectators casting shadows would have been a huge limitation on fully enjoying the booth, as no one appreciates being told how close they are allowed to stand to a display, and so the decision to bring their own lighting was a prudent and effective one.
A Limited, Targeted Collection: The products you bring with you to a show are all about choice, and it would have been an easy one for the Royal Canadian Mint to decide that they were going to bring a little bit of everything that they sold to the show. Instead, they brought only their pieces related to superheroes, science fiction, and animated film. Even though they offer many different types of coins–sports teams, Canadian heritage, cultural impressions–and they could have brought a sampling of everything they had in stock, there were only a few pieces on display that sent the message that they too had items that could be just as valuable to a comic collector as everyone else.
That wraps up our series on what makes a good exhibitor booth. Thanks for following along for the past month. If you’re going to a convention or a trade show and you’re not sure how to get the most out of your display, contact us today to see how we can help you improve your presence at your next exhibition!